NEW YORK Church & Dwight has chosen Frontier Communica-
tions, a spinoff of Interpublic Group's Universal McCann, to handle its estimated $80 million media account, sources said.
New York-based Frontier, which sources said would probably be renamed, was launched to be a catchall for new business posing conflicts for the UM network's larger media shops.
Also in the pitch were incumbent RJ Palmer, a New York independent that has held media buying and planning duties since 1997, and WPP Group's Group M, which pitched through its Maxus division, sources said.
Both UM and Group M have potential conflicts with Church & Dwight. The former is conflicted through its Johnson & Johnson assignment, the latter through work its units do for Unilever and Colgate-Palmolive.
Church & Dwight, based in Princeton, N.J., markets Arm & Hammer, Trojan condoms and Nair, among other brands, and spent about $140 million last year on ads, according to Nielsen Monitor-Plus. Sources said the business in play is worth $80 million.
The client was not immediately available for comment. The agencies declined comment or could not be reached.